These Fort Myers Billboards Were Created From the Rubble of Hurricane Irma

Campaign by 22Squared Directs People to Donate Time or Money

By Alexandra Jardine.Published on Oct 06, 2017

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In the wake of Hurricane Irma, the Tampa office of agency 22squared found a way to make creative use of some of the rubble and devastation. It created billboards, with messages of help and hope, from pieces of billboards destroyed by Irma.

22squared partnered with media vendor Lamar to collect the storm-damaged vinyl and create the billboards, which appear on donated media space in Fort Myers, one of the cities most affected by the hurricane. The campaign directs volunteers to IrmaGivesBack.org, where they can donate money or time via Volunteer Florida.

Agency employees volunteered their personal time to hand-craft the billboards and the entire initiative was created in five days.

Garen Bogosian, associate creative director, 22squared, says: "Many of us have family or friends that have been affected by Irma, so this has been a deeply personal project for all of us. The idea started with a small group, but as word spread throughout the agency, we had an outpouring of volunteers helping transform these signs of destruction and devastation into signs of hope, and a rallying cry for our communities to come together."

Luke Sokolewicz, senior copywriter, 22squared, adds, "Highways are lined with billboards shredded to pieces. It's a constant reminder that even though the storm has passed, there are still so many people in our community who remain broken."